WHATSAPP | PRIVACY (U.S. LAUNCH)
+ CONCEPT
+ TAGLINE
+ SOCIAL STRATEGY
+ CONTENT STRATEGY
+ BRAND CAMPAIGn
+ VIDEO SCRIPTs
OBJECTIVE/CONTEXT
To introduce WhatsApp’s first-ever U.S. brand campaign, we leaned into a core truth: personal messages should stay personal. Anchored by a hero film that debuted during the NFL conference championships, we highlighted WhatsApp’s end-to-end encryption and subtly exposed the shaky privacy practices of competitors—positioning WhatsApp as the messaging platform that truly protects its users.
Because at the end of the day, personal messages should always stay between the sender and the recipient.
concept hierarchy
Primary Concept: “Would you rather?”
Supporting Concept: “When you realize…”
HERO VIDEO
We're releasing our first @WhatsApp marketing campaign in the U.S. today. It's entirely focused on the importance of end-to-end encryption. pic.twitter.com/wUaS51XiDb
— Will Cathcart (@wcathcart) January 30, 2022
Over 5.5 billion texts are sent every day.
— WhatsApp (@WhatsApp) January 30, 2022
All personal. All unencrypted. 😬
On WhatsApp, end-to-end encryption 🔒 ensures that no one can read or listen to your personal messages—not even us.
Are you messaging privately? pic.twitter.com/vRMphDjrEU
INFLUENCER PARTNERSHIP
PRIMARY CONCEPT: WOULD YOU RATHER?
EXECUTION 1
How would you want your mail delivered? 📬
— WhatsApp (@WhatsApp) January 29, 2022
5.5 billion texts are sent every day. All unencrypted. ⚠️
— WhatsApp (@WhatsApp) January 29, 2022
That means anyone could be reading them — just like opened mail. 😲
Are you messaging privately?
Learn more: https://t.co/WIgLQnu1FH
EXECUTION 2
Where would you rather your last 10 texts end up?
— WhatsApp (@WhatsApp) January 27, 2022
With WhatsApp, you can safely choose “neither.” 😌
— WhatsApp (@WhatsApp) January 27, 2022
End-to-end encryption 🔒 ensures that your personal messages are always secure.
Message privately.
Learn more: https://t.co/N4SWhhZ5vp
EXECUTION 3
“I would rather SMS text” 🚩🚩🚩
— WhatsApp (@WhatsApp) January 26, 2022
Look out for red flags…and “sent as text message.”
WhatsApp protects your personal messages with end-to-end encryption 🔐 pic.twitter.com/2D6aI0IeBx
EXECUTION 4
Would You Rather Your…
— WhatsApp (@WhatsApp) January 26, 2022
With WhatsApp, you can safely choose “neither.” 😌
— WhatsApp (@WhatsApp) January 26, 2022
End-to-end encryption 🔒 ensures that no third party can read or listen to what you send—not even us.
Message privately.
Learn more: https://t.co/N4SWhhZ5vp
EXECUTION 5
If your texts aren’t encrypted, they’re like open mail that could be read by anyone.
— WhatsApp (@WhatsApp) January 31, 2022
Always message privately. pic.twitter.com/BcJYjDvDsa
SUPPORTING CONCEPT: WHEN YOU REALIZE…
EXECUTION 1
Some messaging apps claim to encrypt your texts - but only do so on your phone. On WhatsApp, even your backups can have end-to-end encryption.
— WhatsApp (@WhatsApp) January 27, 2022
Message privately. pic.twitter.com/vl5RWBJtiI
EXECUTION 2
Would you rather keep your personal messages private or let anyone see?
— WhatsApp (@WhatsApp) February 1, 2022
Always message privately with end-to-end encryption. pic.twitter.com/r96NQa98uT
EXECUTION 3
You wouldn't want your personal messages in the wrong hands. WhatsApp ensures no one but the intended recipient can read your messages. pic.twitter.com/WIaPrq71NC
— WhatsApp (@WhatsApp) February 7, 2022